News Byte: SapientNitro Acquires Campfire; Will Go to Bat for Red Sox

Integrated marketing agency SapientNitro today announced it has acquired Campfire and has engaged in a partnership with the Boston Red Sox to collaborate on telling the story of Fenway Park and creating "enhanced images that reflect the real-time nature of today's world."

The acquisition of Campfire will no doubt help with the first part of that mission. The agency is known for its multichannel storytelling prowess, as well as the fact that two of its founders helped create The Blair Witch Project. In a release announcing the deal, SapientNitro stated it would put Campfire to work on strengthening its branded content, entertainment, social engagement, and interactive film capabilities. No financial details were released.

Campfire has been regaled with awards and praise for interactive multichannel campaigns for clients such as Infiniti and the TV shows Game of Thrones and Hunted. The agency's Chief Creative Officer Mike Monello and partner Gregg Hale both worked on the controversial The Blair Witch Project—Hale as its producer.

Meanwhile in Boston, SapientNitro will help direct the defending World Series champions' digital strategy and find new ways to use technology to connect with fans. The agency said it intends to explore interactive experiences in multiple channels to get the job done. The partnership will be made plain on April 4, opening day in Boston, when fans will first see the Sapient Corporation logo emblazoned on Fenway's left field wall, aka "The Green Monster."

“We are living in a time of unprecedented change in people's lives, as highly connected consumers move seamlessly between physical and digital environments,” said Bill Kanarick, chief marketing officer of Sapient Corporation. “With this rapid evolution comes an unprecedented opportunity to take already powerful experiences and treasured traditions and extend them in new and exciting ways.”